2. 2
Apple Watch
Table of Contents:
Goal of this Communications Plan Pg. 3
Overview Pg. 4
Technical Specifications Pg. 5
Target Audiences Pg. 7
Competition Pg. 12
Call to Action Pg. 14
Pricing Pg. 14
Potential Weaknesses Pg. 14
Execution- Press Release Pg. 15
References Pg. 17
3. 3
Apple Watch
Goal:
Briefing on Target Audiences
Key Messages for each Audience
Media Plans
Call To Action
Marketing Strategy
Specifications
The goal of this plan is to cover internal, external, and executive communication for the Apple Watch. This
communication plan outlines the marketing strategy for the Apple Watch. It gives a clear briefing on our target audiences and
their key characteristics. It details key messaging for each audience and what media platform is most effective for reaching
these audiences. Most importantly, it emphasizes the Call-To-Action, which is to get our audiences to shift into the new era of
timepieces and purchase the product when it launches.
This plan is meant to introduce the Apple Watch the to timepiece industry, where other brands have already
established themselves. Although the Apple Watch is new to the smart watch market, it was designed as the superior tech-
wear from its competition. The goal of this communication plan is to review our marketing strategy for the release of the
Apple Watch as well as to demonstrate one component that will be executed, which is the press release.
4. 4
Apple Watch
Overview:
The Apple Watch is our new smartwatch designed as our most personal device to date. Since this is our first product made to
be worn, the Apple Watch strengthens the relationship people have with technology. Each interaction is quick due to its
convenient location… your wrist.
Most notable amongst its many features are its health-oriented capabilities. It’s appropriate to consider this personal device as
an intelligent health and fitness companion. It tracks your physical activity throughout the day and acts as a motivation to stay
on the move. A separate workout app on the device is dedicated to workout sessions. Other features of the Apple Watch
include but are not limited to: Money tracking, calendar, maps, passbook, etc.
Apple Watch compliments other Apple products and apps. It uses multiple technologies in conjunction with your iPhone,
Apple TV, Apple Pay, and iMessage.
There’s an Apple Watch for everyone. This is a device you wear; therefore, it should have a personal expression. We’ve
designed it to reflect a wide range of stylistic preferences. Three distinctive collections of the Apple Watch should help decide
which best suits you. They are Watch, Watch Sports, and Watch Edition. The Watch collection features highly polished
stainless steel and space black stainless steel cases. The Sports collection cases are made from lightweight anodized aluminum
in silver and space gray. The Edition collection features six uniquely elegant expressions of Apple Watch. Each has a case
crafted from 18-karat gold.
5. 5
Apple Watch
Technical Specifications:
Price: Starting at $349
Type: Smartwatch
Dimensions: Two case sizes- 38 mm and 42 mm high
Case Material: Stainless Steel, Space Black Stainless Steel
Band Material: Multiple styles and colors
Sensors: Heart rate, Accelerometer
Compatibility: iPhone 5, 5c, 5s, 6 and 6 Plus
Operating system: Watch OS
CPU: Apple S1
Memory: 256 MB
Storage: 2GB or 4GB Flash storage
Display: Sapphire Crystal strengthened Ion-X glass
Sound: Speaker output
Other outputs: Taptic Engine, speaker
6. 6
Apple Watch
Controller input: Multi-touch Retina Display
Input methods: Digital crown, multi-touch, force touch, microphone, Siri, connected iPhone
Connector: MagSafe inductive charging
Connectivity: Bluetooth 4, NFC, Wi-Fi
Backward compatibility: iPhone 5 and later running iOS 8.2
7. 7
Apple Watch
Target Audiences:
At Apple, our products attract teenagers, College students, business people, young children, and adults. The Apple
Watch will continue this tradition because it was designed to attract a wide variety of people. There’s an Apple Watch for
everyone. It was intended to reflect a wide range of stylistic preferences. There are three collections of Apple Watch designed
to suit multiple tastes. For instance, the Watch Edition features 18-karat gold cases in yellow or rose with exquisitely crafted
bands and closures. This was made to appeal to our traditional timepiece-wearers who value the importance of having time
accessible on their wrists at all times. This specific collection fuses the classic look with smart-wear technology.
Apple-Product Users:
Our primary target audience is the people who already use our products. Take for instance people who already have
iPhones. They most likely have an iPhone because they find it useful for their everyday needs such as phone calls, map
directions, Internet connection, documents and cameras. These tech specs make their life easier on a daily basis. Our
iPods and iPads are easy to use due to their touch screen technology, which attracts a large segment of our user base.
Our products’ ability to record notes and keep track of other aspects of daily life make them valuable. All of these
qualities combined into a smartwatch make them attractive to Apple’s established audience. What our customers love
about having multiple Apple products is the ability to sync them all together. The Apple Watch is no exception.
8. 8
Apple Watch
Targeting them:
Our avid product users are active in finding out what’s new with Apple. This isn’t an excuse to ignore
them in our marketing efforts. Chances are that they use our website for iTunes, support, or other Apple
product care services. Because of this, we have added the Watch to our homepage to let our users know
what’s new in our world. The key message for this group is that we’re launching an iOS 8-friendly watch
that plays nice with their iPhones.
Key Messaging:
The ability to sync your Apple Watch with your other Apple products.
Using your Apple ID with your smart watch.
9. 9
Apple Watch
Timepiece Collectors:
This might seem like a broad category, however, it’s more specific than it sounds. The timepiece collector is the man
who is very particular about which timepiece and pair of shoes he wears. He is very organized and pays attention to
small details, which adds to his professionalism. This man is a connoisseur of Swiss-made watches and has grown up
with brands that produce traditional wrist-wear.
Targeting them:
One of the most popular timepiece magazines is WatchTime. Between this and Robb Report magazine, we
can target our timepiece collectors. Robb Report is an American, luxury-lifestyle magazine that features
products including watches. This is where we capture our audience who care about what goes on their
wrists.
Key Messaging:
The fusion of classic traditional timepiece style with new technology.
Moving along with the future of timepieces.
10. 10
Apple Watch
Health-Conscious Consumers:
A popular feature of the Apple Watch is the ability to track health and fitness. Apple Watch is our most personal device
ever, and there’s nothing more personal than your health. Just as Apple Watch is designed to keep you more efficient,
organized, and productive, it’s also made to keep you moving. This is one of the main features that we will use to get the
attention of Health-Conscious people. They are individuals who lead a “wellness-oriented” lifestyle who are concerned
with nutrition, fitness, stress, and their environment. The age that we’re looking at for this group is somewhere
between 33-49.
Targeting them:
Health and Lifestyle magazines as well as Nutrition channels are where we can find this demographic. A
selling point to this group is that Apple Watch measures all the ways you move, such as walking the dog,
taking the stairs, or lifting your kids. The application on the smartwatch that’s perhaps most appealing to
this group is the Activity app, which provides a simple and powerful graphic of daily activity with three
rings indicating how many calories you’ve burned, how many minutes of brisk activity you’ve done, and
how often you’ve stood up in order to keep them moving.
11. 11
Apple Watch
Key Messaging:
Your personal goals, now more personalized
Apple Watch is designed with customizable coaching options to motivate you to reach your daily
activity goals each day and use your success to motivate you to new milestones.
Made to measure all the ways your move
o Accelerometer: Measures your total body movement and steps
o Heart Rate Sensor: Custom heart rate sensor
o Wi-Fi and GPS: Gives accurate count of the calories you burn throughout the day
Workout Application to show real-time stats such as time, distance, calories, pace, and speed for
the most popular workouts in the world.
Goals, Progress Updates, and Workout Summary.
12. 12
Apple Watch
Competition:
Possible competition could be other smartwatches or fitness tracking sports bands. A possible competitor for the Apple
Watch is Nike FuelBand. It is an activity tracker, which is worn on the wrist and synced with a smartphone. It’s cheaper in
price and is used as a health & fitness motivator.
Below is a comparison chart of all smart watches currently in the market found on Straits Times, an English-language
daily broadsheet newspaper based in Singapore currently owned by Singapore Press Holdings. The chart was published when
many of our smart watches features hadn’t been released to the public yet.
Use the following Specifications for comparison with the rest of the chart:
Processor: Apple’s New S1 Processor
Storage: 2-4 GB
RAM: 256 MB
SIM card slot: No
Connectivity: Bluetooth 4, NFC, and Wi-Fi
Screen Size: 38 mm and 42 mm
14. 14
Apple Watch
Call to Action:
1. The call to action is to shift this generation and the following into a new era of timepieces. The Apple Watch
requires the iPhone in order to fully function to its max capabilities; therefore, those who buy the watch either
already have an iPhone or might naturally buy one with their smart watch purchase. This product drives in
revenue on its own and for other segments of Apple.
Pricing:
Pricing for the Apple Watch starts at $349.
The gold Apple Watch Edition is slightly pricier.
Potential Weaknesses:
Potential weaknesses of the Apple Watch lies within the community of people that prefer traditional timepieces,
preferably Swiss-made. Those who grew up with specific brands such as Fossil, David Yurman, or Frank Muller are less
inclined to switch to smartwatches because they are loyal to these brands. The Watch Edition was designed to appeal to watch
aficionados who are particular about the timepiece that they sport on their wrist. It’s classic look and 18-karat gold parts were
made to compete with the traditional timepiece.
15. 15
Apple Watch
FOR IMMEDIATE RELEASE
Steven Cabrera
Apple
Scabrera@apple.com
(408) 974-6851
Apple Releases Apple Watch
CUPERTINO, California- January 26, 2015- Apple® today released the Apple Watch, Apple’s most personal device to date,
completely designed to strengthen the relationship people have with technology. Apple Watch allows you to communicate on a new
platform—from your wrist.
“Apple is excited to continue innovating and revolutionizing the tech world industry,” said Tim Cook, Apple’s CEO. “High-
quality watches have long been defined by their ability to keep unfailingly accurate time, and Apple watch is no exception.” Apple
Watch can automatically adjust to the local time when you travel. It also presents time in a more meaningful, personal context by
sending you notifications and alerts relevant to your life and schedule.
Amongst its many features is Apple Pay, which is an easy and secure way to pay using your Apple Watch. With a simple
setup, you can use Apple Pay at hundreds of thousands of U.S. locations. By syncing to your iPhone, your Apple Watch automatically
aligns itself with your life, adding to that personal aspect of your wearable device.
16. 16
Apple Watch
There’s an Apple Watch for everyone. This is a device you wear; therefore, it should have a personal expression. We’ve
designed it to reflect a wide range of stylistic preferences. Three distinctive collections of the Apple Watch should help decide
which best suits you. Whether you’re looking for a way to keep track of your health and fitness or for a timepiece that blurs
the boundary between physical object and user interface, Apple Watch is designed for you.
-more-
Apple
1-26-15
Pricing & Availability
Apple Watch will be available in three collections. Apple Watch, with a polished or space black stainless steel case and a choice of
straps; Apple Watch Sport, with a space gray or silver anodized aluminum case and Sport Band; and Apple Watch Edition, with an 18-
karat rose or yellow gold case and a choice of straps exclusive to this collection. Apple Watch straps include the Sport Band in black,
blue, green, pink and white; the Classic Buckle in black and midnight blue; the Leather Loop in bright blue, light brown and stone; the
Modern Buckle in midnight blue, brown, soft pink, rose gray and bright red; the Milanese Loop in stainless steel; and the Link
Bracelet in brushed stainless steel and polished space black. Apple Watch will be available in early 2015 starting at $349 (US). Apple
Watch is compatible with iPhone 5, iPhone 5c, iPhone 5s, iPhone 6 or iPhone 6 Plus running the latest version of iOS 8.
* Apple Pay is only available in the US.
Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads
the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary
iPhone and App Store, and is defining the future of mobile media and computing devices with iPad.
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